‘Search Starts Here’: BIA/Kelsey interviews Bill Dinan, president, Telmetrics

Yesterday afternoon, Matt Booth of BIA/Kelsey interviewed Bill Dinan, president of call measurement company Telmetrics. While there’s no doubt that search engines drive a lot of economic activity, Bill explained how Yellow Pages search products are closer to the transaction and more aligned with the “find” in search and find. He went on to say that what our companies need to continue doing is communicating this opportunity with local businesses through a simplified, value-based sales approach.

Some managing advertising for local businesses understand the complexities of online options, but what’s most effective for the majority is an ROI-focused offering like “I’m going to get you 500 clicks through X program.”  As the market further transitions to mobile, it will be interesting to see what metrics and characteristics best translate in this space.

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